You’ve cleared your desk at least three times. There’s a nice cup of sweet tea sitting on the immaculate surface. You’re all set to write your website copy but you still have no idea where to begin. So, you get up and find something else to do.
As web designers, our customers often feel they can slap together some website copy. And it would seem to make sense because who else would have such a clear vision of their business.
Then, after a few weeks have gone by with no news or updates, we realize the disease has struck again. Another talented business person has come down with a bad case of writer’s block while attempting to write their own website copy.
In the spirit of finding a cure, here are the top 5 things that you might try BEFORE sitting down to write:
#5 Write the following on a post-it note
“Speak directly to your customer and show them you understand their pain.”
Stick this note on your tea cup. Apply this advice often while writing your website copy.
#4 Make a detailed list of your business offerings
This seems so simple, and yet who hasn’t attempted to mould themselves into what someone else wants them to be.
Well, businesses often make the same mistake. They lose sight of who they are and morph into what they think their customers want. All of a sudden, they’re selling what they don’t do best, just so potential customers will buy “something”.
You laugh, but you know it’s true.
Refer to your list of offerings while writing your website copy.
#3 Outline a description of your perfect customer
Having a detailed vision of the person who needs your products and services is very important. This imaginary person is called a “customer persona.” Give your persona a photo and get to know him, or her, like the back of your hand.
Refer to your persona often while writing your website copy.
#2 Help your customers realize their frustration
A good business idea fills a niche and soothes a person’s pain. This pain can be real, like achey muscles, or it can be in the form of a frustration… like not being able to access information quickly. Google spotted their niche early on when they realized that we humans wanted knowledge at our fingertips. That’s when Google put all their efforts into search engine technologies.
Your customers really want to blurt out their frustrations, but they may not even be aware of what they are. As every good shrink knows, it’s all about asking the right questions.
Refer to these questions often while writing your website copy.
#1 Jump into your website writing as if it were a cold lake!
It will be painful at first… but you’ll adjust quickly and soon become invigorated.
When you get stuck, refer to the work you’ve done above.
Remember that your website isn’t really about you. It’s about showing customers that they need what you have to offer.
Soothe your customer’s pain!
Once they get that your business can ease their pain, and can ease it better than anyone else, your job is done.
Remember this. Writing effective website copy always begins with simple honesty and ends with clear solutions that soothe frustration. Be true to yourself, do some of the work I suggested… and your website content will miraculously write itself!
My work is done here.